Email Marketing Designs: 5 Principles to Drive the Results You Need

Things are getting difficult with email marketing. The competition is growing. But what's worse, the attention spans are dwindling. 

In a 2018 report, it was found that people spend, on average, 13.4 seconds looking at a marketing email. In 2022, this time decreased to 9 seconds. You have less and less time to capture the readers' attention and even less to persuade them to take the action you want. 

All this drama boils down to one thing: changes are needed. 

In good old-fashioned email marketing, copy was considered to be the most essential part. Now, the text on its own is not good enough. The design of your emails is just as vital as the persuasive copywriting within them. And we're not talking about the visual appeal only. Readers should be able to grasp the essence of your message within two to three seconds. 

So, how to create and design email marketing campaigns so they are at their most efficient? Let's dig in.

What is email marketing design?

Email marketing design is a strategic approach to creating emails that speak directly to your audience, capture their attention using various visual elements, and inspire action. Here, each visual element, piece of text, and interactive button must be thoughtfully placed to lead readers exactly where you want them to go.

As we've already mentioned, consumers spend only a few seconds scanning an email, and you should design smartly to ensure that key information is clear, concise, and immediately impactful. All of this will later contribute to better open rates, engagement, conversions, and ultimately the success of your business.

What is the 80/20 rule in email marketing?

The 80/20 rule, also known as the Pareto Principle, is a powerful concept that suggests roughly 80% of your results come from just 20% of your efforts. Applied to email marketing, it means that a small number of carefully designed emails — those that genuinely resonate — will generate most of your conversions, engagement, and revenue, focusing on the right details.

In practical terms, the 80/20 rule encourages marketers to prioritize quality over quantity. Instead of flooding inboxes, focus your resources on creating highly targeted, relevant, and visually appealing email designs. 

By investing in the 20% of emails that truly matter — those that deeply connect with your audience through personalization — you'll significantly amplify your email marketing success while avoiding wasted effort.

Three main types of email design

If you thought email design was something simple and you're ready to create your email campaign, hold on for just a moment. First, let's explore three main email design categories: plain-text, rich HTML, and interactive emails.

• Plain-text emails are exactly as they sound—simple, straightforward messages without any visual enhancements. These emails resemble personal notes, making them ideal for direct, authentic communications, like transactional emails or brief announcements.
• Rich HTML emails are visually engaging and feature a blend of carefully formatted text, attractive imagery, clear headings, and prominent call-to-action buttons. They are perfect for newsletters, product promotions, and any message where branding and visual appeal play a key role.
• Interactive emails take user engagement to the next level by incorporating dynamic elements such as quizzes, surveys, countdown timers, or even embedded video. These designs are particularly effective for driving customer interaction, boosting engagement rates, and creating memorable experiences.

Of course, you don't have to limit yourself to choosing just one of the categories above for your message. You can mix, match, and personalize each style according to your unique goals, web page brand identity, and body copy.

Email marketing design best practices

Here are tips and tricks that work for creating efficient email marketing designs regardless of what you are trying to sell.

#1. Prioritize mobile optimization 

Over 60% of emails are now opened on mobile devices. So, for starters, you have to prioritize responsive designs and ensure that your email designs look good and are easy to interact with across various screen sizes.

Some of the specific email marketing design tips you should keep in mind:

• Opt for a single-column layout to simplify the reading experience on smaller screens.
• Stack content vertically for easy scrolling and better readability.
• Use a minimum font size of 14px for body text to enhance readability.
• Choose web-safe fonts to ensure consistent rendering across devices (most pre-installed ones are usually okay).
• Design buttons with a touch-friendly size (at least 44x44 pixels) to facilitate easy tapping. UX design for email marketing should never disregard the realities of people's thumbs.
• Provide enough spacing between interactive elements (including links) to prevent accidental clicks.
• Compress images to reduce file size without compromising quality.
• Use alt text for images to convey the message even if images are blocked.
• Aim for 30-40 characters for the heading to avoid truncation on mobile devices.
• Place important content near the top to minimize scrolling.
• And, of course, test your emails across different devices and email clients.

#2. Create a skimmable design

"Skimmable" is one of the email marketing design trends you should always keep in mind. Remember those 9 seconds? No one, not even the biggest, most loyal fans of your brand, will actually read your email. So, the best thing you can do is to make sure they can grasp all the info you need during those few seconds they will pay attention. What can you do to achieve this?

• Craft concise and compelling headlines.
• Establish a clear visual hierarchy by using larger fonts, bold text, and contrasting colors for headlines and important information.
• Present information in bulleted lists or numbered points.
• Break down complex ideas into digestible chunks.
• Short. Sentences. (Okay, maybe not this short.)
• Ensure visual elements support the message and contribute to a quick understanding of the content. One image is better than a hundred words.

#3. Include persuasive elements 

You can make the readers skip through your email, but that doesn't necessarily mean they will want to take the desired action. You can nudge them a little bit with persuasive and attention-grabbing elements, both in copy and design.

• Clearly articulate the value proposition of your offer and highlight these features visually.
• Use visuals that evoke emotion or convey the product's value.
• Create a sense of urgency or scarcity to prompt immediate action.
• Integrate interactive elements to engage the reader.
• Craft a compelling CTA that emphasizes the benefits of taking action.

Even if you've already established contact with the customer and it's not cold emails you're sending out, you'll likely need to use emails to prompt action. Just think of all the "activate your email" letters from various websites you've received. These tips work for them as well.

#4. Use cognitive-based persuasion tactics

While in the previous section, we covered the overt persuasion elements (grab attention, create a sense of urgency, and so on), there are some cognitive biases you can make use of in the process of creating marketing email designs that enhance the customer journey.

Principle of least effort

People are naturally choosing the path of least resistance. To guide the reader to take the action you need, you can use not only obvious methods like adding arrows pointing at the button, but also, for example, an inverted pyramid design.

Cognitive ease

Sometimes, the simpler, the better. For example, when trying to persuade the reader to jump on the bandwagon of the last day of sale, you don't need to be coy about it. Large letters, arrows, moving elements – anything that grabs attention works.

Von Restorff Effect

The Von Restorff Effect, also known as the isolation effect, is a psychological principle that suggests that an item that stands out is more likely to be remembered. For example, if you see a herd of sheep, the lone cow with them will be more noticeable and remembered, and you'll be drawn to it more. In email marketing, leveraging the Von Restorff Effect can significantly enhance the visibility and impact of key elements, particularly your CTA buttons.

Limit the choices

According to Hick's law, the more choices there are, the harder it is to choose. You can present your readers with different options, but you don't want to send them into decision paralysis.

What does it mean practically for your emails? Even if you want to pack many offers in one email, make sure they are presented as visually distinctive blocks and are not competing against each other.

If you yourself are having trouble deciding what's important enough to include in this specific email, stick to the Rule of 3. It's exactly what it says on the tin: people remember threes easily. Two options might not be enough, or the reader might feel like you're making your own products or offerings compete against each other. Four might be too much. Three? Easy to choose, easy to remember. Take note that while in the example above, there are more options, they are divided into three blocks.

#5. Maintain consistent branding

In emails, just like in digital marketing in general, consistent branding and essential elements are key for establishing a strong and recognizable identity and increasing the customer's trust. Consistency in branding extends beyond just adding your logo to every email; it encompasses a harmonious integration of colors, fonts, logos, and overall design elements.

• Use your brand's color scheme, but make sure the email is readable. If your brand's primary colors are not suited for it, leave the background color white or black and use the colors strategically for headings, interactive elements, and so on.
• Use fonts consistently, but also remember about readability. If the only font you have in the brand book is a fancy handwritten one for the logo, also leave it for specific elements and go for a readable, web-safe standard typeface.
• Use consistently high-quality images. A blurred, pixelated photo can break the trust in your brand all too easily.
• Use scalable versions of your logo and place it where readers can see it, but don't use it as a sole visual.
• Define and use recurring design patterns and elements (layout, borders, patterns, even the photo's editing).

Top-performing email design examples to inspire you

Good email design can transform casual readers into loyal customers. Let’s look at five inspiring real-world examples that demonstrate how smart, thoughtful design can significantly boost conversions.

Duolingo’s engaging progress reports

Duolingo excels at using personalized, data-driven visuals to increase user engagement. Their emails clearly show user progress through colorful, gamified graphics, motivating recipients to keep using their app. A prominently placed CTA encourages users to continue their learning journey, resulting in boosted interaction and high click-through rates.

Headspace’s minimalistic welcome emails

Headspace, a meditation app, uses a minimalistic yet warm and inviting design in its onboarding emails. Clean, open spaces paired with friendly illustrations and concise messaging guide users smoothly into the product experience. Clear CTAs, often a simple, brightly colored button, effectively nudge new users toward premium subscriptions.

Airbnb’s personalized recommendations

Airbnb designs emails filled with highly personalized recommendations, strategically organized in visually appealing sections. Featuring bright, aspirational imagery combined with location-based offers, these emails are irresistible and highly clickable, effectively converting curiosity into bookings.

Grammarly’s interactive insights

Grammarly masterfully leverages user-generated insights to build engaging email designs that link back to their website. Monthly activity summaries are neatly visualized, clearly highlighting users’ writing improvements. A bold and simple layout with actionable CTAs directly reinforces user engagement and upselling potential.

Apple’s product announcement emails

Apple is known for its sleek, visually impactful emails announcing new products. These emails feature high-quality, visually striking product images alongside concise and persuasive messaging. With minimal text and bold, direct calls-to-action, Apple effortlessly drives clicks and conversions by sparking curiosity and excitement.

Email design trends that boost engagement

Keeping up with email design best practices and marketing strategies is essential for your business because fresh design is what engages audiences better, boosts conversions, and can provide additional information. Here are several key features and trends currently shaping the world of email marketing:

1. Dark mode compatibility

With many users adopting dark mode for devices, designing emails optimized for this viewing option has become crucial. Emails that adapt to dark mode enhance readability, reduce eye strain, and offer a sleek aesthetic that resonates well with audiences.

Tips:

• Use transparent or PNG images with clear backgrounds to ensure integration into dark mode.
• Carefully select a color palette with high contrast that remains legible on both light and dark backgrounds.
• Always test your emails across popular email clients to ensure compatibility in dark mode.

2. Hyper-personalization

Emails are increasingly tailored to user preferences, behaviors, and demographics. Incorporating personalized recommendations, data-driven insights, or dynamic content ensures relevance, building stronger connections with subscribers.

Tips:

• Utilize subscriber behavior data to offer personalized product or content recommendations.
• Insert recipient names or specific actions (e.g., "We noticed you viewed…") in email subject lines or openings for immediate relevance.
• Employ dynamic content blocks that automatically adapt to each recipient’s interests or location.

3. Interactive email experiences

Emails featuring interactive elements — such as quizzes, surveys, polls, or dynamic content — are gaining popularity. They not only captivate users but also deliver valuable data insights, creating a memorable brand experience and enhancing customer engagement.

Tips:

• Keep interactive elements simple and ensure easy user interaction without unnecessary friction.
• Clearly state instructions (e.g., "Take this quick quiz!") and the benefit of participation.
• Track user responses to interactive content for insights into preferences and improved targeting in future campaigns.

4. Mobile-first, responsive design

As mobile device usage continues to dominate, mobile-optimized, responsive designs are a non-negotiable trend. Single-column layouts, larger buttons, and simplified navigation ensure that emails are accessible, attractive, and effective across all screen sizes.

Tips:

• Keep subject lines and headings short (30-40 characters) to avoid truncation on mobile screens.
• Place your primary call-to-action button prominently near the top, making it easily tappable (at least 44x44 pixels).
• Test emails rigorously on various mobile devices and email clients before sending.

5. Animation and motion graphics

Subtle animations, GIFs, and cinemagraphs add dynamic, eye-catching appeal to emails. When used tastefully, these elements capture attention, highlight key messages, and enhance the overall user experience without overwhelming the recipient.

Tips:

• Limit animations to highlight key actions or messages; avoid visual overload.
• Keep file sizes small through compression to ensure quick loading times.
• Provide fallback static images or alt-text for subscribers whose clients don't support GIFs.

6. Bold typography and minimalist layouts

Clean, minimalist email layouts paired with bold, attention-grabbing typography help essential information stand out clearly. This trend leverages white space and strong visual hierarchy to quickly communicate key points.

Tips:

• Use a maximum of two complementary fonts to maintain visual clarity and avoid issues illustrated in these bad typography examples.
• Incorporate generous white space around key messages to guide readers’ eyes effectively.
• Emphasize critical actions or offers through larger, bold type to immediately grab attention.

7. Accessibility and inclusive design

Accessibility is becoming central to good email design. Ensuring emails are easy to read, navigate, and understand — for all users, including those using screen readers or other assistive technologies — reflects brand inclusivity and widens your potential audience.

Tips:

• Add clear, descriptive alt-text to images to improve the experience for screen readers.
• Use a sufficient color scheme (following WCAG guidelines) to ensure readability for color-blind users.
• Choose simple, easily readable fonts with a minimum size of 14px for body text.

8. User-generated content (UGC)

Incorporating user-generated content, such as reviews, testimonials, or customer-submitted photos, boosts authenticity and trust. By highlighting genuine customer experiences in your email content , you can resonate deeply, building loyalty and increasing conversions.

Tips:

• Curate and showcase real customer testimonials or product reviews prominently.
• Encourage subscribers to share their experiences or photos via branded hashtags or contests.
• Always credit your customers when featuring their content, reinforcing authenticity and appreciation.

Level up your email design

With email marketing, you only have seconds to grab the audience's attention, and you have to make sure every one of them counts. Clear copy, segmentation, and personalization are all vital for boosting email marketing campaigns' success in any business . But copy and design are two sides of the same coin, and you can't have one without the other and expect your efforts to generate leads.

If you're not sure you can create your emails on your own, consider seeking a marketing designer's help. At TodayMade, we can cover all your design requests without the need to hire an in-house designer or rely on a freelancer. Contact us today and see how a professional's hand can transform the look and feel of your marketing emails!

FAQ

Why does email design matter?

Great email design directly impacts your open rates, click-through rates, and conversions. Thoughtful design ensures your emails are readable, accessible, visually engaging, and capture the recipient's attention in just seconds with the right details.

What are the 5 T’s of email marketing?

The 5 T’s are:

• Tease: Craft compelling subject lines that invite opens.
• Target: Segment your audience for better personalization.
• Teach: Provide valuable content that educates or informs.
• Test: Regularly test your emails (design, subject lines, CTAs) to optimize performance.
• Track: Measure and analyze your email metrics to improve future campaigns.

What are the 4 P’s of email marketing?

The 4 P’s of email marketing are:

• Purpose: Clearly define the objective of your email (e.g., inform, engage, sell).
• People: Understand your target audience and personalize content accordingly.
• Presentation: Design emails to be visually appealing, clear, and impactful.
• Performance: Analyze your email's results and adjust future efforts accordingly.

How often should I refresh my email designs?

Aim to refresh or review your email templates and details regularly (at least quarterly) to keep up with evolving trends, maintain audience interest, and optimize conversion rates. Pay attention to performance analytics to determine when your designs might need a refresh.

How can I make sure my email is mobile-friendly?

Ensure your emails follow a responsive design approach: opt for single-column layouts, clear and large fonts (14px minimum), touch-friendly buttons (at least 44x44 pixels), and minimal scrolling. Always test your emails on various devices and different apps before sending.